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Key people at Propertybase.
Propertybase was founded in 2010 by Alexander Bruehl (Until Mai 2017: Adviser to the Founders - Board Member - Investor ⇨ Acquired by Boston Logic Inc.).
Propertybase delivers an integrated, Salesforce-powered real estate platform with comprehensive tools for professionals. It provides solutions for lead generation, listings management, marketing automation, deal tracking, and reporting within a unified system. The platform leverages Salesforce’s robust capabilities, tailored to streamline operations and boost efficiency for its users.
Founded in 2010 by Max-Michael Mayer and Michael Wenglein, the company originated from an insight to build a sophisticated, cloud-based real estate platform. Their vision aimed to empower professionals with advanced management capabilities, fostering organization and client engagement through a centralized system.
Propertybase serves real estate agents, teams, and brokerages optimizing business processes. The platform’s vision is to simplify real estate operations, enabling users to centralize leads and listings, accelerate productivity, and automate daily tasks. This approach helps professionals move faster, finalize deals, and drive sustained growth while enhancing client experiences.
Propertybase was founded in 2010 by Alexander Bruehl (Until Mai 2017: Adviser to the Founders - Board Member - Investor ⇨ Acquired by Boston Logic Inc.).
Key people at Propertybase.
Propertybase is a leading global real estate software platform built on Salesforce, providing an integrated suite of tools including CRM, IDX websites, lead generation, transaction management, and back-office solutions for brokerages, teams, enterprises, agents, and mortgage professionals.[1][2][3] It serves over 250,000 users across 4,500 businesses in 80+ countries, helping real estate professionals streamline marketing, collaboration, lead nurturing, and closings to drive growth and efficiency.[1][2] Key products like Propertybase GO (CRM and websites for teams), Salesforce Edition (enterprise CRM), BoldLeads (lead gen), and Unify (mortgage CRM) address daily challenges such as grunt work automation, MLS integrations, compliance, and real-time insights, now unified under Lone Wolf following its acquisition.[2][4][5]
The platform solves core pain points in real estate by centralizing data flows, automating workflows like lead routing and follow-ups, and delivering designer websites with market insights, enabling agents to focus on client interactions amid digital transformation.[1][3][5] Growth momentum is strong, marked by strategic acquisitions like BoldLeads (2019) and Lone Wolf's takeover, expanding its ecosystem to create "real estate's ultimate technology platform" with AI enhancements for time-savings and transparency.[2][4][6]
Propertybase emerged as a Salesforce-native real estate CRM, evolving through mergers and acquisitions to become a comprehensive platform. It united Propertybase (global real estate CRM), Boston Logic (luxury IDX websites), and BackAgent (transaction management), forming a tightly integrated solution for brokerages worldwide.[1] A pivotal 2019 acquisition of BoldLeads—a 2014-founded lead generation tool co-founded by Christine Crane and Danny Loschiavo—added automated buyer/seller lead acquisition, nurturing, and conversion, generating over 1 million leads annually and serving thousands of North American clients.[4][6][7]
Under CEO Vance Loiselle, Propertybase aggressively expanded to empower agents and brokers, culminating in its acquisition by Lone Wolf (date not specified in sources), which integrated it with tools like BoldMortgage to build a unified, AI-powered stack connecting listings, leads, and processes across real estate and mortgage sectors.[2][4] This evolution reflects a shift from standalone CRM to a full lead-to-close platform, trusted by brands like Hawai’i Life and ONE Sotheby’s International Realty.[2]
Propertybase rides the wave of real estate digitization, where brokerages demand unified platforms amid shifting consumer expectations for seamless, data-driven experiences in a post-pandemic market favoring virtual tools and automation.[2][5] Timing aligns with industry consolidation—acquisitions like BoldLeads and Lone Wolf's integration capitalize on fragmented tech stacks, connecting critical processes like lead gen to transactions while embedding AI to combat inefficiencies in a high-volume, compliance-heavy sector.[2][4][6]
Market forces such as rising competition from iBuyers, proptech investments, and MLS data standardization favor Propertybase's Salesforce backbone and vast partner network, enabling brokerages to compete globally.[1][3] It influences the ecosystem by setting standards for end-to-end platforms, empowering 1,500+ brokerages to scale digitally and modernize client interactions, potentially accelerating proptech adoption among independents.[1][2]
Propertybase, now Lone Wolf-powered, is positioned to dominate as the go-to unified real estate stack, with AI-driven automations and expansions into mortgage (Unify, BoldMortgage) fueling further growth for its 250,000+ users.[2][5] Trends like AI personalization, predictive analytics for leads, and regulatory tech for compliance will shape its trajectory, alongside deeper integrations amid proptech M&A waves. Its influence may evolve by defining "intuitive data flow" standards, enabling brokerages to thrive in a consumer-centric digital era—simplifying real estate without sidelining professionals, just as its platform promises.[2]
